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Reflecting on the past, present, and future of Africa

28 May 2019 Photo Charl Devenish

UFS Africa celebration — I am not African because I was born in Africa, but because Africa was born in me,” Kwame Nkrumah, Ghana’s first president, and a founding father of the African Union.

Since the African Union’s establishment in 1963, the continent marks Africa Day on 25 May annually. To commemorate the achievements made by African leaders 56 years ago to decolonise the continent and pave the way for a united front on the global stage, the University of the Free State (UFS) hosts various events.

Ubuntu our beginning, ubuntu our ending

The university celebrated Africa Day a day early this year. The Office for International Affairs coordinated the 2019 Africa Day Reflection and Celebration on 24 May 2019 at the Bloemfontein Campus. A dialogue session delved into the question of what ubuntu has evolved to mean in modern-day society and how best it can be embodied.

Moderator of the dialogue, Ace Moloi, reckoned that “we have a right not only to give ubuntu but to demand and invoke it from other people.” Staff, students and panellists engaged on the aphorism umuntu ngumuntu ngabantu and whether the philosophical principle is a pragmatic way of doing things or is only referred to when self-correcting.

Prof Colin Chasi, from the UFS Department of Communication Science, touched on how ubuntu is embedded in many Nguni languages. A case in point being the implied presence and connectivity typical found in indigenous language greetings. Other panellists including Prof Karin van Marle( Public Law lecturer at the UFS), Thapelo Mokoatsi,History lecturer at the UFS and Matau Setshase, UFS researcher, made contributions on decolonisation, individual identity, reconciliation, social issues, and traditional healers. The consensus reached was that a lot work still needs to be done in understanding and living the values represented by ubuntu.

Qwaqwa Campus Celebration

The Office for International Affairs (OIA) also hosted the first Annual Africa Day Student Dialogue on the Qwaqwa Campus under the theme: Health, Wellbeing, Access, Social inclusion, Equity and Equality on the African continent.

Africa Day Memorial Lecture

Presenting the 2019 Africa Day Memorial Lecture, Prof Francis Nyamnjoh, from University of Cape Town, delved into the topic of Ubuntuism and Africa: Actualised, Misappropriated, Endangered and Reappraised. “I seek to give currency to concepts such African communitarianism, ubuntu, Africanness, Afrocentricity, Afrocentrism, Africanity, Afrikology, humanness, wholeness and reciprocal altruism,” he said.

Hosted by the Centre for Gender and Africa Studies on 22 May 2019 the annual lecture is a calendar constant which reflects on the importance of celebrating the continent and its people.

Migration debate unpacked borders

The UFS Debate Society reflected on borders and migration in Southern Africa on 21 May 2019. The debate unpacked the topic: The Southern African Development Community should develop a free internal migration policy.

Lecturers also delivered presentations that dissected African societies, the nine frontier wars between the British and amaXhosa that formed South Africa’s borders, and the influence of labour and capital on migration. In closing, African international students shared their lived experiences, hardships and triumphs within the continent.

News Archive

Code-switching, tokenism and consumerism in print advertising

2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

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